In a bold and strategic acquisition, Breitling has officially added the historic watchmaking brand Gallet to its portfolio, solidifying its growing influence in the luxury timepiece market. The move follows Breitling’s 2023 acquisition of Universal Genève, positioning the brand at the helm of a growing trinity of horological excellence. This calculated expansion not only strengthens Breitling’s presence but also signals a deeper play at redefining the hierarchy of luxury watches.
Breitling’s Latest Power Move: Reviving Gallet for the Modern Era
For watch enthusiasts, the name Gallet resonates with history and adventure. Founded in 1826 by Julien Gallet in La Chaux-de-Fonds, the brand has long been associated with pioneering chronographs, military-grade precision, and aviation timekeeping. Breitling’s CEO, Georges Kern, has made it clear that this acquisition is more than just a financial maneuver—it’s a commitment to reviving a once-revered watchmaker.
“With this acquisition, Breitling takes the next step in its expansion,” Kern stated. “We are bringing Gallet back to life under the expertise and craftsmanship of Breitling, underscoring our long-term vision: to rejuvenate Gallet as a strong watch brand while honoring its legacy of adventure and innovation in chronograph development.”
This resurgence won’t be a mere replication of the past. Breitling has already announced that Gallet will be positioned as an “entry-level luxury” sibling within its ecosystem, with models expected to retail between 3,000 to 5,000 Swiss francs. This move introduces a new dynamic—one that could see Gallet competing directly with brands like TAG Heuer and Longines, while benefiting from Breitling’s established marketing prowess and supply chain strength.
photo: @Gallet watches
From Dormant to Desirable: Breitling Bets on Gallet’s Legacy
The relaunch, scheduled for 2026 to align with Gallet’s 200th anniversary, promises a collection that embraces both modernity and historical significance. The brand’s legacy in aviation and motorsport timing will likely serve as the cornerstone of its new identity. However, what remains to be seen is how Breitling plans to balance the DNA of Gallet with contemporary watchmaking expectations. Will this be a true resurrection of Gallet’s most celebrated designs, or a brand with only a name and no authentic link to its past?
This acquisition also raises questions about Breitling’s broader strategy. With Universal Genève and Gallet now under its control, is Breitling setting the stage for a multi-tiered empire akin to Richemont or LVMH? The watch industry is no stranger to consolidations, but Breitling’s focused and selective approach suggests a more calculated play—one that could redefine independent luxury watchmaking.
What This Means for the Industry
Breitling’s latest acquisition underscores a shifting landscape in the luxury watch sector. Traditional Swiss houses are increasingly recognizing the value of heritage brands that have fallen dormant but still carry significant cachet. By acquiring and reviving Gallet, Breitling is tapping into a wellspring of nostalgia while also expanding its reach to a broader consumer base.
Moreover, this move could inspire similar takeovers. If Breitling successfully repositions Gallet as a desirable luxury brand, we may see other independent watchmakers hunting for historic names to breathe new life into. The sands of the watch industry are shifting, and Breitling is proving that the past can be an integral part of the future.
